Hillary Frei Takes the Helm as Chief Marketing Officer at Handel’s
Handel’s Homemade Ice Cream, celebrated for its delightful handmade treats since 1945, is stepping into a new chapter with the appointment of Hillary Frei as their Chief Marketing Officer. Working alongside CEO Jennifer Schuler, Frei will be instrumental in driving the brand's growth through innovative marketing strategies and initiatives.
Handel’s Looks Forward to Growth and Expansion
With nearly 80 years of history and over 140 locations, Handel’s is looking to the future with excitement. The brand is committed to maintaining its quality while also exploring new markets to solidify its presence. With a steady franchise pipeline, Hillary Frei’s addition is anticipated to boost their marketing efforts and increase brand visibility.
Jennifer Schuler Shares Her Enthusiasm for Frei
Jennifer Schuler, the CEO of Handel’s, expressed her delight about Hillary joining the team, saying, “Her remarkable experience in food franchises, along with her background with historic brands, uniquely equips her to lead our marketing initiatives. Hillary understands how to drive growth while valuing quality and tradition, which are so crucial to our legacy.”
A Closer Look at Hillary’s Impressive Background
Before joining Handel’s, Frei made her mark at Wetzel’s Pretzels, where she played a key role in boosting sales and enhancing brand recognition. Her strategic moves included rolling out third-party delivery services and improving catering options. Moreover, while serving as General Manager at FAO Schwarz—a venerable toy brand—she increased revenue by an impressive 40%. Such a track record is exactly what Handel’s needs as they aim to elevate their brand.
Additional Experience with Big Chill Appliances
Frei's notable credentials extend beyond Wetzel’s. She also held the position of Chief Marketing Officer at Big Chill Appliances, a company famous for its retro-inspired designs. During her tenure there, she not only achieved annual sales growth of over 25%, but also forged partnerships with leading interior designers, showcasing her marketing prowess.
A Vision for Handel’s Future
Frei herself is eager to embark on this journey, stating, “Joining a brand with such a passionate history and a promising future is incredibly exciting. The rich origin story of Handel’s, along with its exceptional handmade products and dedicated team, makes this role truly a dream for me.”
Handel’s homemade ice cream is celebrated for its rich flavors and fresh ingredients, made daily at each location. In addition to expanding their market reach, the brand plans to enhance their product lineup, ensuring that customers can savor classic favorites and exciting new flavors alike.
Strengthening the Leadership Team with Erin Snyder
Alongside Hillary Frei, Handel’s has further bolstered its leadership by bringing on Erin Snyder as the Vice President of Franchise Development. With nearly two decades of experience in franchise growth at Papa John’s International, Snyder’s insights will be invaluable as she works on expanding the franchise system to cater to rising market demand.
Strategic Vision and Growth Goals
Schuler expressed her optimism about the future, stating, “With Erin and Hillary on board, we have confidence that their passion for our brand and extensive experience will be significant assets as we pursue our growth strategy.” Handel’s aims to utilize these insights to tap into the expanding interest among potential franchisees.
Handel’s Commitment to Quality
Currently, Handel's operates in 14 states and takes pride in the freshness and quality of its offerings. Each batch of ice cream is crafted using Alice's original recipes, reflecting the brand’s dedication to maintaining its traditions while adapting its offerings to meet customer demands. With 48 flavors available daily, along with seasonal specialties, there’s always something delightful for patrons to enjoy.
The brand has garnered notable recognition: it ranks among the Top 400 franchises in the United States and has been honored by TasteAtlas as one of the top 100 most iconic ice creams in the world. Additionally, accolades from National Geographic and USA Today place Handel’s at the forefront of the industry.
For those exploring franchise opportunities, Handel’s presents an appealing model that’s proven successful and cherished by communities nationwide. Their operational success and unwavering commitment to quality distinguish them in the dessert landscape, making this an opportune time for growth.
Frequently Asked Questions
1. Who is the new Chief Marketing Officer for Handel’s?
Hillary Frei has been appointed as the new Chief Marketing Officer for Handel’s Homemade Ice Cream.
2. What prior experience does Hillary Frei have?
Hillary Frei previously served as Head of Marketing at Wetzel’s Pretzels and was General Manager at FAO Schwarz.
3. How many locations does Handel’s currently have?
Handel's has over 140 locations across 14 states.
4. What is the commitment of Handel's to its products?
Handel’s is committed to using fresh ingredients and making each batch of ice cream daily, preserving quality and tradition.
5. How has Handel’s been recognized in the industry?
Handel’s has been listed in the Franchise Times' Top 400 list and recognized by TasteAtlas for having one of the top 100 most iconic ice creams.
